West Country Lamb available in Italy

West Country Lamb bearing the Protected Geographical Indication (PGI) banner has hit the Italian market.

The lamb range, which includes leg, loin and shoulder products, has been listed by the SMA retail group in Italy which has 200 stores trading under the Simply fascia.

This the first foreign listing for West Country Lamb under the PGI, which was secured in 2014 following negotiations by advisory body Meat South West (MSW) and other organisations.

To meet the criteria for West Country PGI status, beef and lamb must be at least 70% forage-fed and come from stock born, raised and finished in Cornwall, Devon, Somerset, Gloucestershire, Dorset or Wiltshire.

Ed Green, chairman of MSW, said: “This is an important breakthrough for West Country producers and processors. The support of AHDB Beef & Lamb during months of negotiations to get to this point has been immeasurable and we are delighted with the outcome.

“The Italian market is tough for expensive proteins such as beef and lamb. However, it still rewards quality and the great taste of West Country Lamb has been a deciding factor in securing this breakthrough.

“We are confident that West Country Lamb will be a huge success in the Italian market and will establish a platform on which we can build as interest in our products gathers momentum.”